Attribution
Deciding which marketing touch gets credit for a sale — first click, last click, or split across the journey. Every model is a simplification.
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The definition
Deciding which marketing touch gets credit for a sale — first click, last click, or split across the journey. Every model is a simplification.
Why it matters to an owner
Perfect attribution doesn't exist; consistent attribution does. Pick a model, stamp every lead with its source, and compare like with like.
Keep going
UTM ParametersTags added to URLs (utm_source, utm_medium, utm_campaign) that tell your analytics where a…UTM Naming Convention SheetThe one-page convention that keeps campaign tracking consistent forever — allowed values, …First-Touch AttributionCrediting the sale to the first recorded interaction — the channel that started the relati…
This is the work. Want it done?
Everything here is free to use yourself — that’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.